12 Ways To Build A Coaching Website That Converts Prospects Into Clients

Top business and career coaches from Forbes Coaches Council offer firsthand insights on leadership development & careers.

A winning website is one of the most crucial factors in any organization’s success. An engaging homepage instantly builds trust and connectivity, which is absolutely essential in the relationship between a coach and a potential client. Conversely, you might turn prospective clients off if your website is boring, poorly designed or simply not helpful to your target audience.

We asked 12 members ofForbesCoachesCouncilto share their insights on designing a website that engages and converts prospective clients. Whether you're building it yourself or hiring a web designer to help, here's what you need to keep in mind.

Members of Forbes Coaches Council share their insight.All images courtesy of Forbes Councils members.

1. Include A Clear, Visible Call To Action

Make sure you have a clear call to action that is easy to find on your homepage. For example, ask prospective clients viewing your website to "call for a complimentary session." Make sure this CTA stands out and that it's on the top third fold of your homepage. Make it easy for prospects to speak with you. Connecting live with someone increases the chances of experiencing all you have to offer. -Rosie Guagliardo,InnerBrilliance Coaching

2. Get Yourself To The Top Of Search Results With Good SEO Practices

Online searches are a powerful referral program. Ask current clients to write reviews for you on coaching databases, Google Maps and other reference websites like LinkedIn and Angie's List. Just make sure these external sites always link back to your website! On your own page, highlight your accomplishments by sprinkling in testimonials, publications and keywords that speak to your ideal clients. -Hanna Hermanson,Dream Life is Real Life

3. Include Video

Video is the best thing you can add to your website to turn prospects into clients, and it should be the foundation of your marketing plan. It can educate and sell to your ideal client. Video is also versatile. You can use the video, then get the audio transcribed for blog posts and social media posts. -Tamara Patzer,Total Audience Market Immersion TAMI LLC

4. Build Your Sales Funnel

Build out your sales funnels to generate sales from your prospects. For example, let's say someone reads a blog post on your site. Give them the opportunity to opt-in over email for something related to the content. Then, send an email series that builds more trust with your prospect and gives them an opportunity to buy. Always think about the next step for prospects after they visit your website. -Ian Cleary,RazorSocial

First impressions are everything, especially on the internet. Both from the desktop computer and the mobile device, the information and images that appear when someone logs onto your site are the most critical components of getting them to scroll down and dive deeper into your content. Your home screen content must be engaging enough to get them to scroll down and click through. -Dr. Josh Luke,Health-Wealth.com

6. Address Their Pain Points

Make it very, very clear that you understand the pain points of your prospective clients, and you are ready and able to solve them. People will hire you because they have questions that need answers and problems that need to be solved. Address some of those pain points on your site. Make it clear that you have the qualifications, experience and expertise to help them move forward. -Kimberly Buchanan,The Buchanan Group - Professional Coaching for Professional Women

7. Be Mobile Friendly

The days of looking at our "big screen" to research and purchase coaching services are dwindling quickly. Even older generations are using mobile, with Gen Y and Z engaging the online world completely on their smartphones. Ensure your website is optimized for mobile. Content that isn't small-screen friendly is seen as antiquated and it will quickly disengage potential clients. -Loren Margolis,Training & Leadership Success LLC

8. Connect Deeply With Potential Clients

Connect to their story. Connect to their challenges. Connect to their potential. Connect to their humanity. Show how you know them and how you can serve them. Draw them further into your website with narrative that illuminates their own story, valuable content that provokes thought, and a clear call to action. When we feel seen and known, we engage. -Tonyalynne Wildhaber,The Courage Practice

9. Give A Compelling Free Offer

Your website is prime real estate for your business and should welcome all new visitors. Providing a compelling free offer, such as an audio download, e-book or other resource that gives valuable information that your target market cares about, is a great way to capture email addresses and future leads. -Lori Manns,Quality Media Consultant Group

10. Lose The Jargon

So many industries and professionals are drowning in jargon. Be mindful of how often you lean on industry acronyms, jargon and buzzwords on your website. People who visit your site are looking for more information about your business, and being clear is key to keeping them there. Make sure you speak plainly and in service of the customer. Remember, your site is not for you, it is for them! -Stacey Staaterman,Stacey Staaterman Coaching & Consulting

11. Devote Some Attention To Aesthetics

The look and feel of your website can either reinforce or detract from your credibility, professionalism and relevance. Although a website's content and call to action are important, aesthetics still matter. You may have excellent credentials and experience as a coach, but if your website looks unprofessional, poorly designed, inconsistent, cluttered or amateur, it will detract from your brand. -Glenn Taylor,Skybound Coaching & Training

12. Continually Update, Optimize And Monitor Your Site And Its Content

Website success is not just about one thing; it is a combination of various actions executed simultaneously that turns prospects into customers. Consistently refresh your content using the voice of your customer, make sure the site is designed for optimal customer experience and mobile, and monitor insights gleaned from web analytics to make ongoing updates. -Christie Lindor,The MECE Muse

Forbes Coaches Council is an invitation-only, fee-based organization comprised of leading business coaches and career coaches. Members are hand-selected by the Council’s selection committee. Find out if you qualify at forbescoachescouncil.com/qualify.